Concepedia

Brand Rationalization

Brand Rationalization is a strategic brand management process that systematically evaluates and streamlines an organization’s brand portfolio by eliminating redundancies, consolidating overlapping brands, and aligning brand offerings with core business objectives to enhance brand clarity, operational efficiency, and competitive positioning.

9

Publications

791

Citations

14

Authors

8

Institutions

Publications per year

2017–2026

0

Parents

Publications

9

Shaping the <i>Halal</i> into a brand?

Jonathan A.J. Wilson, Jonathan Liu · Journal of Islamic marketing · 2010 · 518 citations

, , +12

Kill a brand, keep a customer.

Nirmalya Kumar · PubMed · 2003 · 102 citations · Full text

, , +17

Strategic brand management: Archetypes for managing brands through paradoxes

Claes Högström, Anders Gustafsson, Bård Tronvoll · Journal of Business Research · 2014 · 39 citations · Full text

, , +12

What makes a brand manager effective?

Annie Peng Cui, Michael Y. Hu, David A. Griffith · Journal of Business Research · 2012 · 33 citations

, , +12

The essential brand book: over 100 techniques to increase brand value

Choice Reviews Online · 2003 · 29 citations

, , +17

1–5 of 9

Authors

14

  1. AS
    Abhigyan Sarkar

    Institute of Management Technology, India

    1 publications · 18 citations

    1

    h-index

  2. LD
    Leslie de Chernatony

    University of Birmingham, United Kingdom

    1 publications · 22 citations

    1

    h-index

  3. AG
    Anders Gustafsson

    Karlstad University, Sweden

    1 publications · 39 citations

    1

    h-index

  4. KD
    Keith Dinnie

    Middlesex University, United Kingdom

    1 publications · 11 citations

    1

    h-index

  5. AM
    Andy Mosmans

    Hewlett-Packard (Netherlands), Netherlands

    1 publications · 19 citations

    1

    h-index

1–5 of 14

Institutions

8

  1. West Virginia University

    Morgantown, United States

    1 h-index

    1 publications

    33 citations

  2. BI Norwegian Business School

    Oslo, Norway

    1 h-index

    1 publications

    39 citations

  3. Lehigh University

    Bethlehem, United States

    1 h-index

    1 publications

    33 citations

  4. Regent's University London

    London, United Kingdom

    1 h-index

    1 publications

    518 citations

  5. Karlstad University

    Karlstad, Sweden

    1 h-index

    3 publications

    117 citations

  6. Kent State University

    Kent, United States

    1 h-index

    1 publications

    33 citations

  7. University of Greenwich

    London, United Kingdom

    1 h-index

    1 publications

    518 citations

  8. Hewlett-Packard (Netherlands)

    Amstelveen, Netherlands

    1 h-index

    1 publications

    19 citations

1–8 of 8

Venues

  1. Journal of Brand Management

    3 publications · 52 citations

    3

    h-index

  2. Journal of Business Research

    JBR · 2 publications · 72 citations

    2

    h-index

  3. Choice Reviews Online

    CRO · 1 publications · 29 citations

    1

    h-index

  4. Journal of Management and Research

    1 publications · 18 citations

    1

    h-index

  5. Journal of Islamic marketing

    1 publications · 518 citations

    1

    h-index

1–5